People do not read ads for pleasure. People read ads because they are looking to either solve a problem or gain a result.
Think about it. Think back to the last time you picked up a newspaper and flipped to the classifieds. Did you have a specific purpose in mind or did you pick them up to enjoy a few moments of light reading?
Chances are you had a very specific purpose in mind.
Perhaps you had a car you were looking to sell and you wanted to check out what others in a similar condition were going for so you could establish a fair price. Or perhaps you wanted to check out what type of property ads your competitors were running. Or perhaps you turned to the classifieds to make sure your ads were actually placed and everything was spelled right.
In any event, like most people, you perused the ads with a very specific purpose in mind. And browsing the Internet for realty is just another form of perusing ads. Which means the majority of visitors to your website actually land there for a very specific reason:
- They are looking for properties.
- They are comparing prices in preparation to sell their own home.
- They want to determine if they can afford to buy.
- They are weighing the pros and cons of using realty.
- They heard about exclusive buyer representation and are checking it out.
- They read your URL off a brochure they picked up and want to see if you have more. information or inside photos of the home they drove by last weekend available.
- They want to check current interest rates.
- They are due to be transferred and are anxious about the area, desiring to rate the local schools, parks, and recreation facilities.
- They want to see how you are presenting their Aunt Mary’s property.
- They are following up on a referral.
You get the idea. And unless you have the very expensive benefit of having your real estate website address posted boldly on the front page of large portal sites like Google, Yahoo, MSN or AOL — most of the visitors to your site have worked to get there–meaning they are hot, viable, prime prospects! Sooo…
Capture their names! And follow up!!
Happy Selling!
Brandon Patrick
Dean of Students
Real Estate Toolbox University